Commercial Surveys

Commercial Surveys

Designing a Paradigmatic Model for Marketing Audit in the Banking Industry (A Case Study: Banks Listed on the Stock Exchange)

Document Type : Original Article

Authors
Farnaz Dehesht 1
Fatemeh Samadi 2
Masoumeh Latifi Benmaran 1
1 Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Department of Business Management, East Tehran Branch, Islamic Azad University, Tehran, Iran (correspondi,ng author)
10.22034/bs.2025.2060729.3108
Abstract
The present study aims to design a paradigm model of marketing auditing in the banking industry, focusing on banks listed on the stock exchange. The research employed a mixed-method approach, incorporating both qualitative and quantitative phases. In the qualitative phase, semi-structured interviews were conducted to collect data. Subsequently, a fuzzy SWARA questionnaire was used to prioritize the research indicators. The statistical population consisted of 14 experts, selected through purposive sampling, with whom in-depth and semi-structured interviews were conducted. The interview transcripts were analyzed using the grounded theory method and MAXQDA software. Furthermore, the fuzzy SWARA method was applied to rank the indicators. Based on the results of the grounded theory analysis, ore categories and subcategories were extracted, leading to the development of the paradigm model. The findings from the model revealed that the adoption of technological changes, the need for digital banking, and the transformation of banks’ business models act as causal conditions for the core phenomenon—marketing auditing. Moreover, the strategies and actions associated with marketing auditing are influenced by contextual conditions such as central bank policies and the cultural and social characteristics of the society, as well as intervening conditions like resistance to organizational changes. Effective implementation of these strategies ultimately results in enhanced customer satisfaction and increased bank revenue and profitability.
Keywords
Marketing Auditing/ Banking Industry/ Banks Listed on the Stock Exchange/ Grounded Theory Method

Subjects

 
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Commercial Surveys
Volume 23, Issue 131 - Serial Number 131
May and June 2025
Pages 101-118

  • Receive Date 15 May 2025
  • Revise Date 03 July 2025
  • Accept Date 27 July 2025